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Report (2007): 'Analysis of Score!'s Marketing Activity for 2005/06'

Report (2007): 'Analysis of Score!'s Marketing Activity for 2005/06'

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Published by Ben Cotton

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Published by: Ben Cotton on Jan 08, 2010
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Leeds Metropolitan UniversityBA(Hons) Public Relations, Arts Marketing
Score! is a school of composition and a venue for the performances of new classical music, and is based in Ealing, West London. The organisation was founded in April 2005 and is managed by avoluntary Board of Directors currently made up of 8 members and a triumvirate managerialstructure comprised of an Artistic manager, General manager and Marketing and Sales manager under the regulation of an Executive Manager.The main driving force behind the organisation's foundation was to fill a gap in the nationalcurriculum for music. The art of composition is often neglected as a specialist area and musicteachers in schools frequently have little experience in the subject, despite its importance within thecurriculum. Score! exists to offer specialist and high quality tuition by experienced composers.Located in London Score! is based in the country's capital for new music and has thereforeestablished strong links to the world of composition, this not only has helped the continueddevelopment of its student's talents but has also increased its reputation as a performing venue for new music. This is summarised by Score!'s mission statement of encouraging 'the creating and performing of new music'.
2.1Marketing Activity from the Year 2005/2006
Score!'s marketing plan for the previous year is based upon two strategic theories; productdevelopment and diversification (appendix 8). Due to the multi-purpose organisation that Score!operates as (a venue and a school) both strategies are adopted. Product development is used tomarket the venue of the company, and product diversification to the school service offered.Figure 1 shows the marketing activity costs from the financial year 2005/2006. Score!'s marketing budget accounts for 15% of the total annual budget for the company. In the 2005/2006 financialyear this gave a marketing budget of £72,500, the mechanisms used are outlined below.Direct mail was sent to to the Head of Music at all schools and colleges in the London boroughs of Brent and Ealing as well as youth and community groups within the catchment area.Advertisements were placed within the local press and specialist magazines, including the Harrow
Leeds Metropolitan UniversityBA(Hons) Public Relations, Arts Marketing
Observer, The Wembley Observer, Harrow Times, The Ealing Gazette, SPNM, and MUSO. Posterswere distributed to schools, conservatories and other arts organisation, and music shops. Where thematerials were placed in appropriate positions, such as notice boards and front enterences.Advertisements were aired on specialist radio stations including, classic FM and local radio stationSunrise Radio. Flyers were distributed at concerts and in other arts organisations as well as being placed at the counters of selected music shops in the area. D-mail, the equivalent to direct mail but by electronic mail means, was sent to attenders of 'new music', classical music, local music performances, as well as those associated with traditional music groups.
 MechanismCost (£)Results of spend (income and attendance)
Print- leaflets7,250£4,350 (6%)Print- brochures11,600£15,225 (21%)Print- flyers9,425£3,760 (5%)Print- posters13,050£10,150 (14%)Advertising- press5,800£5,800 (8%)Advertising- broadcast2,175£5,075 (7%)Direct mail (including d-mail)18,125£17,400 (24%)Sales promotions2,900£7,250 (10%)Special offers725£2,900 (4%)Other tools1,450£725 (1%)
FIGURE 1- Marketing Activity Costs
2.2Market Overview
As Score! is currently at the end of its first financial year history of attendance and usage levels areinconclusive. In its first year the company attracted a total of 57 students to its schooling facility,and the company have targeted an increase of 20 students in the next financial year. Score! received£9,120 from students annual fees, £15,900 from its external workshops and £37,400 from itsticketed concerts in the year. A detailed list of these figures is shown in appendix 1. Other incomesources, such as the IT suite and practice rooms provide the company with considerable income,totaling £60,853 for the 1
year. Sponsorship and grants are also a key area of income for thecompany raising over £17,000 for the financial year. These details are, again, outlined in appendix1.
Leeds Metropolitan UniversityBA(Hons) Public Relations, Arts Marketing
2.3Marketing Objectives
1.To raise the profile of Score! as a school of composition2.To have students taking weekly individual composing lessons3.To have regular outreach workshops in state and independent Secondary school in Brent andEaling4.To widen the access to new music through promoting Score!'s activities5.To introduce and maintain new audiences to new works completed by students of Score!6.To raise the profile of Score!'s role as a concert venue for new music7.To introduce and maintain new audiences to works by external composers
3.0Analysis of the Marketing Activity from 2005/2006
In order to critically analyse Score!'s marketing activity it is necessary to understand the process of devising the original marketing strategy. Figure 2 shows a flow diagram which demonstrates the planning of a marketing strategy.
FIGURE 2: PLANNING OF MARKETING COMMUNICATIONS(source: Brassington and Pettitt, 2003; p.577)
Situation Analysis: TheTarget MarketSituation Analysis:The ProductSituation Analysis:The Environmentobjectivesstrategies budgetingImplementationevaluation

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